Making Creator Headlines · Page 9
DoorDash’s Instacart Bid Offers Scale, With a Side of Lock-In Worries
· New York time
DoorDash’s bid for Instacart could accelerate consolidation in commerce media, according to Digiday’s assessment of the arguments for and against the deal. The potential benefits include greater scale, while the risks include higher prices and lock-in for shoppers, brands and partners. Commerce media links shopping platforms with advertising, giving brands a chance to reach people as they look for products. A larger combined operation could make that reach easier to buy. It could also leave businesses with fewer alternatives if more of the available audience sits behind one commercial relationship. Those are competing possibilities, not established outcomes of a completed deal. The case for scale sounds especially attractive when the shopping cart is already full; the concern about lock-in begins when someone asks how many other carts are available. For advertisers, the fine print may matter as much as the size of the aisle.
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